THE ROLE OF SOCIAL RESPONSIBILITY IN COMMUNICATIONS AS A FACTOR IN THE SUSTAINABLE DEVELOPMENT OF AN ENTERPRISE

Abstract

One of the most pressing issues is the relationship between the concepts of social responsibility and sustainable development of the organization, as well as analysis, diagnosis and implementation of the principles of sustainable development at the microeconomic level. Based on research by foreign scholars dealing with social responsibility, communications, business reputation of the company, its corporate culture in the context of sustainable development, as well as analyzing the results of a number of leading companies, we concluded that a high level of social responsibility is a guarantee of relative investment protection. positive reputation, reduces information asymmetry, creates for the company a closed cycle of mutual influence, which is constantly reproduced and provides an increase in market capitalization of the company. Effective exchange of information is possible when one party first offers important information and the other immediately perceives it as a guide to action. Therefore, effective communication involves the presence of each party a high level of communication skills, abilities and mutual understanding. Organizations need to take care of the ethical behavior of staff as a reputable component of the company.

It is also necessary to pay attention to the inconsistency of communication networks and information tasks, which reduces the efficiency of communications. The amount of information and its exchange should correspond to the scope and content of the tasks. This means that in order to solve a difficult, creative, innovative task, decentralized communication networks should be used, which encourage participation, discussion of the problem, and manifestation of employee initiative.

Management should provide a sufficient number of ascending, descending and horizontal communications in the form of employee surveys, proposal collection systems, newsletters, open door policies, social media groups. Important factors for business growth are the implementation of environmental and social strategies developed with the participation of the public, its own employees, consumers, and other stakeholders. The study found that organizations demonstrate different approaches to understanding the goals and principles of sustainable development and their implementation. In this regard, the development of recommendations for the formation of strategies for sustainable development acquires special practical significance.